With organic reach declining, many creatives have forsaken Facebook. These deserters claim that whenever they post on Facebook, their message is never heard. This is true, and we have written an article concerning Facebook organic reach if you would like to know our ideas on the topic.
Anyway, even though the attention of fans may be dwindling, Facebook is still the primary way of judging the popularity of an artist, especially within the industry.
What keeps Facebook relevant
- Facebook Likes are hard to fake – Facebook has the strictest scrutiny on who can sign up for their site. Facebook requires users to verify their identity with government IDs and mobile phone numbers to ward off fake accounts. Other platforms like SoundCloud, Twitter, and Instagram, require only an email address to create an account. This lack of verification makes it easier and cheaper to make fake accounts and buy fake followers.
- Facebook is often a first impression – Most industry veterans, promoters, bloggers, and all in-between, use Facebook for their own business and networking purposes. If you mention a new artist to an industry member, the first two places they will check are Facebook and SoundCloud. Promoters and bloggers even live in Facebook, checking their pages and creating events. If a name of a new artist comes to their attention, searching the artist on Facebook may be a gut reaction.
- It’s easy to see who likes your Page – Whenever you click on a Facebook page, often you’ll see how many of your friends like that page. To some promoters, that is a goldmine of information. The promoters will look at how their friends like the page as a way to relate the artist to the promoter’s market. While this isn’t and shouldn’t be the only tool a promoter uses to gauge an artist’s draw, it is major contributor.